If lingerie models made aerobics videos…

Clearly, that was the brief of Penelope Cruz's latest ad for Agent Provocateur

In her latest ad campaign for Agent Provocateur – the actress wrote and directed the video, apart from co-designing the collection with sister Monica — Cruz reveals a sadomasochistic strain that we haven’t seen since her Vicky Christina Barcelona days.

To summarise: Hapless sod risks death by dehydration while sand-dusted models in balconette bras and thongs perform impromptu aerobics routine. Sure, the video abounds with the kind of clichés you’d expect from a 17-year-old boy’s wet dream.

But all that bouncing around in the desert makes it hard to stay focused long enough to pick on Cruz’s creative limitations. Clever girl!